Most celebrity couples post romantic tributes on anniversaries and birthdays.
She posted a photo of him looking like a "serial killer" for his birthday—and captioned it: "Happy birthday, baby."
He posted a photo that cropped her face completely out—and wrote: "Happy birthday to my amazing wife."
For Valentine's Day 2023, he publicly thanked "the woman of my dreams" in an Instagram post.
The photo? His mom.
This isn't a toxic relationship. It's the most successful marriage in modern Hollywood—worth over $600 million combined, four kids, 12 years together, and built entirely on publicly roasting each other.
This is the story of how trolling became love language, and how two of Hollywood's biggest stars turned savage humor into a billion-dollar empire.
The Beginning: A Weird Double Date (2010)
The Awkward Setup
They met in early 2010 on the set of Green Lantern.
The problem: They were both in relationships with other people.
Her: Dating Penn Badgley (her Gossip Girl co-star) Him: Married to Scarlett Johansson
On set, they were friendly co-stars. Nothing romantic.
October 2010: The Double Date That Changed Everything
In October 2010, both single after their respective breakups, they went on a double date.
The setup:
- Him with another woman
- Her with another man
- All four at a restaurant in Boston
What happened: According to later interviews, they both realized mid-dinner: "Wait. I'm with the wrong person."
Him (2016 interview): "We were on a double date—with other people. And I thought, 'This is the most interesting person I've ever met.' The other people didn't stand a chance."
Her (2021 interview): "I knew right then. We were on that double date, and I thought, 'This is so stupid. I want to be with him.'"
The First Year: Complete Secrecy (2011)
They started dating in secret in late 2010.
How they kept it quiet:
- No public outings
- No social media (Instagram wasn't big yet)
- No red carpet appearances together
- Paparazzi had no idea
For almost a year, the world didn't know they were together.
The Secret Wedding (September 9, 2012)
The Plantation Wedding
On September 9, 2012, they got married at Boone Hall Plantation in Mount Pleasant, South Carolina.
Guest list: 35 people (close friends and family only)
Media invited: Zero
Photos sold to magazines: None
How the world found out: Tabloids reported it days later based on tips from locals who saw the setup.
The Plantation Controversy (2020)
In 2020—8 years after the wedding—they apologized for getting married at a former slave plantation.
Her statement (2020): "It's something we'll always be deeply and unreservedly sorry for. We didn't think about the history. We should have. It was a mistake."
The lesson: Even in private, celebrity choices have public consequences.
The Trolling Era Begins (2013-2015)
The First Public Roast (2013)
In 2013, he started what would become their signature move: publicly roasting her on social media.
His first Instagram post about her (paraphrased): A photo of them together, captioned: "My wife is beautiful. But also terrible at Scrabble."
The internet's reaction: "Wait, did he just insult his wife in a birthday post?"
Her response: She posted an equally unflattering photo of him with the caption: "Happy birthday to my favorite human. Even if he looks like this."
And so it began.
The Birthday Photo Tradition
Every year since 2013, they've posted birthday tributes to each other—with the worst possible photos.
2014 - His birthday: She posted a photo where he's mid-sneeze, eyes closed, mouth wide open. Caption: "Happy birthday, babe. You're aging like fine wine. (Boxed wine.)"
2015 - Her birthday: He posted a photo with her face completely cropped out. Caption: "Happy birthday to my amazing wife."
2016 - His birthday: She posted a photo of him looking disheveled and exhausted. Caption: "I picked the most flattering photo. You're welcome."
The internet: Obsessed.
The Aviation Gin Empire (2018-2020)
February 2018: The $21 Million Purchase
In February 2018, he purchased an ownership stake in Aviation American Gin.
Purchase price: Estimated $20-25 million for a significant stake (not full ownership)
His role: Co-owner and chief creative officer (meaning: he controls the marketing)
The Marketing Genius
His Aviation Gin marketing became legendary:
Strategy:
- Self-deprecating humor
- Viral social media content
- Celebrity roasts and partnerships
- Trolling major events (Peloton ad, Fyre Festival)
Examples:
- 2019 Peloton controversy: He created a fake Aviation Gin ad featuring the Peloton ad actress, portraying her "recovering" from her Peloton experience with friends and gin
- 2020 pandemic: "Don't use my gin to make hand sanitizer. But if you do, here's how."
The result: Aviation Gin sales skyrocketed.
August 2020: The $610 Million Sale
In August 2020, spirits giant Diageo purchased Aviation Gin.
Sale price: $610 million
His cut: Estimated $120-150 million (after taxes and other stakeholders)
At age 43, he became one of the wealthiest actors in Hollywood—not from acting, but from gin.
Her Business Empire: Betty Buzz and More (2021)
September 2021: Betty Buzz Launch
Not to be outdone, she launched Betty Buzz—a line of sparkling mixers.
The pitch: Premium non-alcoholic mixers that pair with his gin (but also work alone)
The branding: Clean, sophisticated, female-focused
The marketing: They trolled each other in joint ads.
The Power Couple Business Model
His products: Aviation Gin, Mint Mobile (sold for $1.35 billion in 2023) Her products: Betty Buzz, Betty Booze (alcoholic version launched 2023)
Combined strategy:
- Cross-promote on social media
- Troll each other in ads
- Use their relationship as marketing gold
Estimated combined net worth (2024): $600+ million
The Four Children (2014-2023)
The Kids No One Sees
Child 1: James (daughter, born December 2014) Child 2: Inez (daughter, born September 2016) Child 3: Betty (daughter, born October 2019) Child 4: Olin (born February 2023, sex not publicly confirmed)
The Privacy Policy
Despite their public trolling, they're fiercely protective of their kids:
Rules:
- No photos of the kids' faces on social media
- Legal action against paparazzi who photograph the children
- They've asked media outlets to blur kids' faces in published photos
- They don't share names until months/years after birth
The balance: They'll roast each other mercilessly in public. But their kids are off-limits.
The Greatest Hits: Their Most Savage Moments
"Happy Birthday to the Woman of My Dreams" (2023)
February 14, 2023 (Valentine's Day):
He posted an Instagram story: "Happy Valentine's Day to the woman of my dreams."
The photo: His mother.
Her response: "I want a divorce."
The Ugly Photo Revenge (2021)
In 2021, she posted a birthday tribute to him with the caption: "I tried to find the most flattering photo."
The photo: Him looking absolutely terrible—sweaty, exhausted, unflattering angle.
His response: He posted a photo of her from a red carpet event where she looked stunning, but he cropped her entire face out of the frame.
Caption: "Happy birthday, my love. I'd do anything for you. Except post a good photo."
The "Dead to Me" List (2020)
In a 2020 interview, she joked that he was "dead to me" for:
- Not liking her favorite movie (The Notebook)
- Eating all the Girl Scout cookies she bought
- "Existing sometimes"
His response on Twitter: "She's not wrong."
The Mint Mobile Roast (2022)
In 2022, he sold his ownership stake in Mint Mobile for $1.35 billion.
Her Instagram post: "Congrats on selling Mint Mobile, babe. You finally did something right. (Besides marrying me.)"
His response: "She's technically correct. Which is the worst kind of correct."
The Matching Interview Strategy
The Joint Interview Troll (2021)
In a rare joint interview in 2021, the interviewer asked: "What's the secret to your successful marriage?"
Her: "Low expectations." Him: "And selective hearing."
The "We Hate Each Other" Running Joke
In multiple interviews, they've joked about "hating each other":
Him (2020): "We've been married 8 years. So we're basically enemies who live together." Her (2021): "We stay together for the kids. And the business opportunities."
The internet: Knows they're joking. Loves it anyway.
The Real Secret: Respect Behind the Roasting
The Serious Moments (Rare)
Despite the constant trolling, they've had a few genuinely vulnerable moments:
Him (2021 interview): "She's the most incredible person I know. The trolling is fun, but she knows I'd take a bullet for her. She's my best friend."
Her (2022 interview): "He makes me laugh every day. Even when I want to kill him. Especially when I want to kill him."
The Division of Labor
Her role:
- Primary caregiver for four kids
- Runs her businesses (Betty Buzz, acting career)
- Manages the household
His role:
- Acts in major films (Deadpool, Free Guy, etc.)
- Runs business ventures (Aviation Gin, Mint Mobile, Wrexham FC)
- "Tries to make her laugh and usually succeeds"
The balance: They both work. They both parent. They both troll.
The Wrexham AFC Investment (2020)
The Random Welsh Soccer Team
In 2020, he and actor Rob McElhenney purchased Wrexham AFC—a struggling Welsh soccer club.
Purchase price: $2.5 million (split between them)
The plan: Turn it into a docuseries (Welcome to Wrexham, 2022-present)
The result:
- The team got promoted to higher leagues
- The docuseries became a hit
- Wrexham became internationally famous
- Club valuation skyrocketed
Her involvement: She trolls him about it constantly.
Her tweet (2022): "My husband bought a soccer team in Wales. I don't know where Wales is. This is fine."
The Philosophy: Laughter Over Romance
Why the Trolling Works
Most celebrity couples try to portray perfection. They post romantic photos, gushing captions, and "relationship goals" content.
They do the opposite:
- Mock each other publicly
- Post ugly photos
- Make jokes about divorce
- Roast each other in interviews
Why it works:
- It's authentic: They're genuinely funny and actually like each other
- It's relatable: Real couples tease each other
- It's strategic: The trolling keeps them in the public eye without oversharing
- It's protective: By making jokes, they control the narrative
The Boundary: Kids Are Off-Limits
They'll troll each other endlessly. But:
- They never share details about their kids
- They never involve the kids in the jokes
- They fiercely protect their children's privacy
The rule: "We're fair game. Our kids aren't."
The Empire They Built
Combined Businesses (2024)
His ventures:
- Acting career: $150+ million
- Aviation Gin sale: $120-150 million
- Mint Mobile sale: $300+ million (estimated cut)
- Wrexham AFC: Growing valuation
- Maximum Effort Productions: His marketing/production company
Her ventures:
- Acting career: $30 million
- Betty Buzz/Betty Booze: $10-20 million valuation
- Brand partnerships: Ongoing revenue
Total combined net worth (2024): $600-700 million
The Formula
- Build successful businesses
- Troll each other on social media
- Create viral content
- Sell products through humor
- Repeat
The result: One of Hollywood's wealthiest and most beloved couples.
The 2024 Status: Still Trolling
Recent Highlights
His 2024 birthday (October): She posted a photo where he looks exhausted and disheveled. Caption: "Happy birthday to this old man. I love you even when you look like this."
Her 2024 birthday (August): He posted a photo with her mostly cropped out. Caption: "Happy birthday to my beautiful wife. (She's in here somewhere.)"
Valentine's Day 2024: He posted a romantic message. To his Wrexham soccer team. She commented: "I want a divorce. Again."
The Legacy: Redefining Celebrity Marriage
What They've Proven
12 years married. 4 kids. $600M+ empire.
They've proven:
- You don't need to post romantic content to have a great relationship
- Humor can be a love language
- Trolling can be a branding strategy
- You can be hilarious and wildly successful
- Privacy and publicity can coexist
The Impact on Hollywood
Since their relationship became public, more celebrity couples have adopted self-deprecating humor:
- Chrissy Teigen and John Legend
- Kristen Bell and Dax Shepard
- John Krasinski and Emily Blunt
The shift: From perfect romance to real, funny relationships.
The Truth Behind the Trolling
Strip away the jokes, the ugly photos, and the divorce "threats," and here's what's left:
A couple who:
- Makes each other laugh every day
- Built a business empire together
- Raised four kids in relative privacy
- Stayed together through Hollywood's chaos
- Used humor to protect their relationship
The trolling isn't spite. It's love.
From Double Date to Power Couple
2010: Awkward double date with other people
2011: Started dating in secret
2012: Secret wedding at a plantation
2013: The trolling begins
2018: He buys Aviation Gin
2020: He sells Aviation Gin for $610M
2021: She launches Betty Buzz
2023: He sells Mint Mobile for $1.35B
2024: Still married. Still trolling. Still thriving.
The Final Roast
They've been asked in multiple interviews: "When will you stop roasting each other?"
His answer: "When she stops giving me material."
Her answer: "Never. It's too much fun."
Blake Lively and Ryan Reynolds aren't just a couple. They're a brand. A business. An empire.
And they built it all by making fun of each other.
That might be the greatest love story of all.
